you need to understand the hierarchy of objects. you also need to be able to understand how they relate to each other, synonyms, duplication. >> does this personalization large internet companies has you have to understand what the ontology of entities is. does that create a new paradigm? the most recent thing that any of the large internet companies have come out with is this social search that facebook has introduced. it is that a stepping stone? >> there is the social graph. what i am talking about, it will give way to the interest graph. you know this set of things i am interested in, you know the other set of things other people are interested in. they aren't just based on, did they go to the same school, do they work in the same place, they are based on, are they interested in the same things? we can create personalization technologies because you can see what people are doing and provide you with information. there's also a very powerful social component because we can show you interests you may have in common with people you